Forbes has dubbed 2016 the year of the millennial consumer. Large and small companies hope to gain the attention of these younger consumers, but traditional strategies like TV or print ads may not work, since many of them stream videos and read news via social media.

To help you understand the marketing preferences of this group, we talked to Issa Sawabini, a partner at Fuse Marketing, an agency that specializes in connecting brands to teens and young adults. The transcript below has been edited for clarity and brevity.

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